I’ve been in this business over twenty-five years. I’ve witnessed the rise and fall of Superbowl advertising, the transition from the chocolate-filtered skies of Top Gun era Ridley Scott to the flat-lit look of reality programming…and now, I’ve got ringside seats to the mammoth struggle between off-line and on-line, paid and earned media, marketing and P.R. as we all learn to navigate the tricky currents of convergence. With technology re-inventing itself on a six month cycle, information no longer travels a super-highway, it lives in a super-collider. With the stunning rise of social networking and technology-enabled personalization, the time-honored discipline of marketing integration alone can no longer reach today’s empowered consumers hell bent on media dis-integration. Brands are opinions, and our viral, networked world now provides personal opinion a mass channel, exponentially expanding the time-honored Dunbar number and requiring marketers to think of advertising as a verb: an active, ongoing, moving pursuit. Brand opinion grows and changes 24/7/365. And rarely takes its given two weeks of vacation.
To get a sense of my creative work, visit here. If you have an opinion or POV you’d like to share on anything remotely marketing related, contact me and I will consider posting it. And thanks for reading.